The 10th - Family

Family is very important to everyone and people would class family as one of their most most important values. Therefore family plays a huge part in purchasing decisions. The biggest decisions are always made through the family, for example if they are planning a holiday, they will all have to sit down and decide what to do. This is for big decisions, mind you my sister and mum always seem to get into a fight over which apples to buy, so marketers will have to decide how they can offer each member of the family a benefit. If one member is not happy then they will not agree, for example if the theme park they are going to does not have any thriller rides, then the teen in the family may not agree to going to that particular park. Marketers will have to pounce at family advertising because this, I think, is a massive way of generating popularity for the adverts. The adverts for family's will be general so most members in a family will find relevance to themselves. The reason way I think advertisers will have to take this seriously is because each member of the family may tell one of their friends and then so on. This would help spread the advert and gain popularity for the particular product.

I think this advert below shows exactly what I mean by this:



This is a good advert because it targets the whole family, after seeing this ad and actually going to eat there. Many family members will tell their friends about the deal so more people will receive the information. But if it was targeted at the males, they would only tell their friends thus targeting the whole family gets the advert further.

This is another advert which I think meets the needs of the whole family.




There are also different types of family so not all family adverts will necessarily effect all.
Nuclear Family - father, mother & children who live together

Extended Family - nuclear family plus other relatives such as grandparents, aunts etc.

Family of Orientation - the family you are born into

Family of Procreation - the family founded through marriage

This is generally how the decisions in the house are made.
Family is very important to everyone and people would class family as one of their most most important values. Therefore family plays a huge part in purchasing decisions. Marketers will have to pounce at family advertising because this, I think, is a massive way of generating popularity for the adverts. The adverts for family's will be general so most members in a family will find relevance to themselves. The reason way I think advertisers will have to take this seriously is because each member of the family may tell one of their friends and then so on. This would help spread the advert and gain popularity for the particular product.

So the decisions in the household would be made like this, apart from the video game I think now there is more of a mixed decision on the diagram above, like with the colour TV the children will definitely make sure their say is heard in the matter and may even get to make some decisions. Like when we got a TV recently, my little brother and sister just had to keep saying they want this and this and this and this... in the end my dad let them choose the one out of 3 or four he couldn't decide between them!

The 9th - Values

"Values are our ideas about what is desirable". Wilkie

“If we believe our overall values drive our behaviour, then we should be concentrating on the important, underlying motives that drive consumers to make product or service choices rather than simply product attributes” (Ries & Trout 1982)

I think value is what we hold important to ourselves, to some people certain things are of very much value and to other people those exact things may not be of any importance at all. Many people will find family to be important to them. Some will see other things as of great importance to them:

1. Self Respect
2. Excitement
3. Being Well Respected
4. Self-fulfilment
5. Sense of accomplishment
6. Warm relationship with others
7. Security
8. Fun & enjoyment
9. Sense of belonging

A wife might find that a good relationship with her husband is of importance and value to her. Marketers can use this and they may have adverts which target husbands and wives. This would be a good advert for a wife!

This advert is clearly targeting a wife. It is also meeting the need of a wife and also the values of a women, i.e. I don't want to make a sweeping comment but she would want her husband to do the cooking for once as she might do it usually. This advert from IKEA would, I think, definitely get the women interested and she will be interested in the product.

The 8th - Memory

Memory in marketing means, for example adverts we see on television or newspaper, will we remember them or not. Marketers have to try and make sure they get the image or soundtrack stuck in the audiences mind so they will remember their advert.
Britt 1955 states that "every time an advertisement or commercial appears, the objective is to have the reader or viewer learn something and remember what they learnt".
This quote above shows exactly what a marketer has to do, they have to use some sort of stimuli to get the person to remember their ad. In my opinion, the best one is music. If an advertiser uses good music, which will stay in the persons mind, they will have a good advert because then they will be able to get the person to recall the advert often and thus generate sales.

This video shows exactly how powerful TV advertising is this guy seems to remember all the famous TV adverts from the past.


Marketers will have used things out of the ordinary when they designed these adverts and it caught people attention. For example the Cornetto advert shows exactly how the out of ordinary music is used. We tend only to remember the strange things whenever we see them. So this is a good tool when it comes to advertising and getting people to remember adverts.
Talking of unusual adverts, this one below from Cadburys really gets the person thinking, 'what on earth has this got to do with chocolate'. But this is the reason people will remember it and they will talk about it.



This advert, I think, really gets the point across. People will talk about it alot because it is a strange advert and people will be able to recal it easily.

Nostalgia
"Nostalgia is a "sentimental longing for earlier days when summers were hotter, days were longer, food was tastier and people were friendlier, lends itself to some traditional, long-lasting brands that many consumers remember from childhood" (Wright, R. 2000)

Some adverts are very good in using nostagia. They will show a clip that they think will bring back the memories. Below is a clip of what I think is a good example of this sort of advertising.



This advert may use nostagia, the lady is eating chocolate in the ad so some people will recall eating chocolate and they may recall the taste. This may make them want to buy the product.

The 7th - Groups and Peer Pressure

A group is two or more individuals who
–share a set of norms,
–have role relationships,
–and experience interdependent behaviors.

In the lecture we disscussed what the main groups are in society. The first one which was talked about was the Burbury group. This group of people is often compared with 'chavs'. Below is a video which I think shows exactly what a chav is.

Take a look.

We all have certain groups we belong to, these people belong to the chavs group. They, in my opinion, are more likely to be influenced by peers because they tend to socialise the most as they have no jobs.

When we are in a group we tend to spend more money, this may be because when we are with friends we tend to just enjoy ourselves and more watch the money as much as we would if we were alone. Also we may think its a one off so we tend to spend more money. Marketers will take advantage of this by having deals in which there are discounts when you bring more people.

There are certain groups which we would not want to belog to, chavs being one of them. A famous brand which was targeted at 40 year old males has not really found the group it was ment to target because I have seen many people my age wearing Levis jeans!

With regards to groups and peer pressure, I think this is a very relevant story.
The story of the monkeys:

Start with a cage containing five monkeys.

Inside the cage, hangs a banana on a string and place a set of stairs under it.

Before long, a monkey will go to the stairs and start to climb towards the banana. As soon as he touches the stairs, spray all of the monkeys with cold water. After a while, another monkey makes an attempt with the same result - all the monkeys are sprayed with cold water. Pretty soon, when another monkey tries to climb the stairs, the other monkeys will try to prevent it.

Now, turn off the cold water.

Remove one monkey from the cage and replace it with a new one.

The new monkey sees the banana and wants to climb the stairs. To his surprise and horror, all of the other monkeys attack him. After another attempt and attack, he knows that if he tries to climb the stairs, he will be assaulted.

Next, remove another of the original five monkeys and replace it with a new one. The newcomer goes to the stairs and is attacked. The previous newcomer takes part in the punishment with enthusiasm.

Again, replace a third original monkey with a new one. The new one makes it to the stairs and is attacked as well. Two of the four monkeys that beat him have no idea why they were not permitted to climb the stairs, or why they are participating in the beating of the newest monkey.

After replacing the fourth and fifth original monkeys, all the monkeys that have been sprayed with cold water have been replaced. Nevertheless, no monkey ever again approaches the stairs.

Why not?

Because as far as they know that's the way it's always been around here….